University of New Mexico Hospitals

Can you improve the perception of (and increase the preference for) something that many people don’t know about?

With an upcoming referendum that would impact funding, it was important to raise awareness of — and increase preference for — the world-class care offered by the University’s hospital system (particularly its nationally recognized Comprehensive Cancer Center).

Give real patients a platform from which they could share their stories about the expert care — and incredible staff — at UNMCCC. Let their authentic voices be the campaign’s emotional foundation for raising awareness and increasing public support.

The ballot question passed, securing $90 million in funding to UNM hospitals. UNM hospitals saw their favorability rating jump to 80%, besting their main competitor.

Heartwarming TV spots gave life to the inspirational stories of real UNM patients.

Frequent and varied print placements helped build the perception that UNM Hospitals are a vital, life-saving community asset.

Frequent and varied print placements helped build the perception that UNM Hospitals are a vital, life-saving community asset.

A focused online media buy directed our messages to influential audiences and linked directly to individual stories.

A microsite was home to our entire collection of patient stories, and served as a source of campaign-related news and information.

A microsite was home to our entire collection of patient stories, and served as a source of campaign-related news and information.

Outdoor amped up the campaign’s presence to help saturate the market with our messaging.

Outdoor amped up the campaign’s presence to help saturate the market with our messaging.